Women love wearing T-shirts, especially today’s active ladies of all ages. This is a different ballgame than it was not too many years ago when the boxy unisex T was pretty much the only game in town for promotional purposes, and women were rather loathe to wear them for any other occasion beyond doing housework or lounging around in solitude.
But now… they are sported with confidence, aplomb, insouciance and allure just about everywhere. And while women do not like the boxy T of recent yore, the femininity of a flare provides comfort and the ability to layer (yes, with another logoed shirt or tank). And to paraphrase one of the most successful taglines in advertising history, T-shirts for women have come a long way, baby.
Getting back to those one-type-fits-all-but-nobody-was-really-happy-in-them T-shirts, today’s promo T market for the ladies is seasonal. Let’s take some offerings from MV Sport, for example. For the springtime, its V-neck Hailey Henley 3/4-sleeve can be a go-to top for spring and summer. It is made of 3.7-oz. 55 percent cotton/45 percent polyester heathered jersey, and features distress printed white bicep stripes, and white flatlock top-stitching; available in S to XXL in six colors. For the upcoming autumn, MV Sport’s Eden long sleeve Hood T will be great for college bookstores, as an example. Also made of 3.7-oz. 55 percent cotton/45 percent polyester heathered jersey, it features raw edge collar, cuffs and bottom hem; unlined hood with matching drawstring, tonal stripes printed around cuffs and lower body, and matching twill neck taping.
Tank tops continue to “reign supreme” especially in summer, and as layering in the gym, says Marcus Davis, manager of product development, Hanes and Champion, Winston-Salem, NC. “The sassy sister of tank tops is the swing tank, which provides both lyrical movement and a little flair,” he describes. The Champion Originals Women’s Triblend Jersey Swing Tank has a racerback and a natural color twill tie on the racerback for added dimension and interest.
There are several key trends to look for when presenting selections to your customers. Davis observes, “Relaxed styles continue to dominate the landscape, where women look for comfortable apparel to wear throughout their day. Softness is definitely the key feature. Elevated fabrications, such as triblends and French terry, provide new dimensions for comfort with super-soft, draping fabrics that flatter.”
He adds that retro styling provides flair to traditional T-shirts, as with the Champion Originals Women’s Triblend Varsity T, for example. “The distressed, printed stripes on the sleeves provide visual interest and a nod to fun.”
Trends in fabrics are leaning heavily toward French Terry, which Davis says is popular again, and is now used more as great lightweight transitional pieces ideal for year-round layering. An example is the Champion Women’s French Terry Zip Hood. It also comes with a coordinating jogger.
Women’s promotional Ts are mirror retail, and anyone would be hard-pressed to find a difference. In the promo world, women’s T-shirt trends fluently merge fashion and function. One example is the Hanes® Women’s X-Temp® TriBlend, a very soft 60/30/10 poly/cotton/rayon blend, and sporting several performance features – wicking and cooling as well as advanced odor control.
Kavio also continues to launch retail-inspired, fashion-forward T styles for women. New styles include the Striped Jersey Contrast Raglan 3/4 Sleeve and Striped Jersey Multi Contrast Long Sleeve both in soft, poly-cotton sheer jersey. Available in sizes S to 2 XL and juniors, and in 11 colors, they are attractive for clients who want a more retail look, with splashy graphics and mottos. Think fitness clubs, spas, trendy restaurants and vacation spots/tourism companies.
One significant change in the decorated apparel industry is the emergence of styles specific to plus-size women, a wholesale market Davis asserts has been underserved. Just My Size by Hanes, popular in the retail market, just introduced a new T-shirt collection, available in 1X-5X; there are two styles – V-neck and crew – in six colors. “There is definitely a need in this market for women’s plus-size apparel that is made specifically for her – not just made wider and longer or unisex – but graded and sized on a plus size silhouette,” he says.
Summer Barry of Bella+Canvas, observes that in today’s world with media and messaging blitzing us from all over all the time, persuading your client’s target audience to purchase its product or use its service can be frustrating and prone to some failure. Get exuberant and tell your customers that for women, logo- or slogan-embellished Ts are “a cost-effective investment that will ensure the brand gets talked about,” says Summer Barry of Bella Canvas. “Think about it like this: when an employee, consumer, or brand enthusiast rocks your unique design, it will spread the word to others, getting your brand noticed in the most organic way possible.”
Obviously, there are hundreds of fashionable and functional styles to choose from, which is great news, as you can present the recommended three options (good, better, best). But the challenge is inherent in sifting through. So you should first fact-check with your client. If it’s to outfit a casual hospitality or restaurant staff, you would certainly want added performance features. And extras in multiple sizes are a solid concept for these customers, who tend to have higher employee turnover. Fitness and yoga centers will also be ripe to purchase women’s tanks and Ts with performance features as well, but those that sell their logoed tanks and Ts to customers will also want those same performance features.
Charitable events love to provide free Ts, and any client that plans on holding one to raise funds and awareness would want options that provide a feminine, flattering fit, as well as softness. “There’s nothing better than a super-comfy tee made with inks that are soft and supple, so invest in a high-quality product like our 3001 100 percent combed and ring spun cotton T, or, for something even softer, try a luxurious triblend like our 3413,” Barry offers.
Other ideas for ladies' T-shirts, according to Barry, include a welcome gift for new employees, as a prize for a social media contest, and as a thank-you gift for spending a certain amount of money or opening a store account. Businesses that are a “natural” fit for ladies’ Ts include house cleaning services, nail and beauty salons, and women’s healthcare clinics and practices.
But it’s not just the final T style you and your client select. Embellishment plays a huge role in arresting attention when it is worn. It’s no secret that many young ladies love “bling.” And blinged-out Ts are still very popular. Rhinestones, rhinestuds and nailheads, says Jennifer Williams of In Your Face Apparel, are “perfect for T-shirts, tanks, hoodies, yoga pants, cardigans and more. Adding bling by itself or with a print will help give the garment that extra pop you might be looking for. Rhinestones, rhinestuds and nailheads (different 3D textural looks) are great for adult beverage promotional wear, band merchandise, cheer and dance, nail salons, bar wear and more.”
Some clients may need or desire coordinating garments. Leggings and yoga pants are very hot now and can be seen on women of all ages and sizes because of how comfortable they are, allowing her to more easily move and power throughout her day. For the promo market, Champion recently introduced new Performance Bottoms. “These are great for yoga studios, teams, sororities, the hospitality industry, resort wear and workwear,” says Davis. “And joggers, which first emerged in the men’s market, are now gaining momentum in the women’s market as the looser fit and soft fabrics providing a comfortable alternative. Bottoms provide an opportunity to expand your product offerings.”
It has never been such an opportunistic time to sell women’s Ts – they are fashionable, comfortable and flexible.